How to form media agency partnerships in TikTok Business Center

Last updated: November 2025

Forming media agency partnerships in TikTok Business Center helps agencies explicitly state that they are the primary media buying and executing agency for their client's ad accounts. This can help agencies accurately measure the spend they are driving within the TikTok ecosystem and can later be leveraged for sales incentive calculation, deal management, and agency incentive programs.


How to form media agency partnerships in TikTok Business Center

You can form media agency partnerships when requesting access to ad accounts, when assigning ad account access to an agency partner, or after you have obtained access to ad accounts.


Option A: When requesting access to ad accounts as an agency

To form media agency partnerships as an agency when requesting access to ad accounts, see How to request access to ad accounts in Business Center.


Option B: When assigning ad account access as a client

To form media agency partnerships as an agency's client when assigning ad account access to an agency partner in a Direct Business Center:

  1. Log in to your Business Center.

  2. From the left hand side menu, click Partners and choose the Agency Business Center you are partnering with.

    • Or if the Business Center is an Enterprise Business Center, from the left hand side menu, click Organization and in the Partner tab, choose the Agency Business Center you are partnering with.

  3. In the You've shared tab, click Advertiser accounts and click Share assets.

  4. Select the ad accounts you'd like this partner to access and set the access permissions.

  5. If you select Admin or Operator access permission, you need to confirm whether the agency is the primary media agency for the ad accounts by selecting Yes or No.

  6. Click Assign.

Note: If the system detects that another Business Center is registered as the media buying agency for the ad account, you will need to identify and select your current media buying agency.


Option C: After you have obtained access to ad accounts

To form media agency partnerships as an agency when you already have access to these ad accounts in an Agency Business Center:

  1. Log in to your Business Center.

  2. From the left hand side menu, click Partners and choose the Direct Business Center you are partnering with.

    • Or if the Business Center is an Enterprise Business Center, from the left hand side menu, click Organization and in the Partner tab, choose the Direct Business Center you are partnering with.

  3. In the Shared with you tab, click Advertiser accounts.

  4. Find the ad account you'd like to form a media agency partnership with, and in the Partnership type column, click on the pencil icon next to the designation Others.

  5. In the dropdown, select Media agency and click Confirm.

  6. Click Confirm again to finalize the media agency partnership request.

  7. A confirmation screen will appear, explaining that the request has been sent to the ad account admin for approval via email.

    • Note: The ad account admin will have 7 days to approve the request before it expires. If the request expires, you will need to resend it.

  8. Ask the ad account admin to approve your request through the email notification. If the ad account admin declines the request, a Request declined status will be displayed in the Partnership type column.

  9. (Optional) You can withdraw a pending request at any time. To do so:

    1. Hover over the Request in review status in the Partnership type column and click Withdraw request.

    2. Click Withdraw request to confirm the withdrawal.


Once the request is approved, your agency will be designated as the primary media buying agency for the ad account.